Do you drink more in commiseration or celebration?
It's an age-old question. Is the desire to hit the bottle or go out on the town a bigger draw? And when do we feel best about splashing the cash - when half of it's getting spilt on the floor or being stewed over in a darkened corner?
The answer may be here.
Crunching sales data from yesterday's Euro 2016 clash between England and Wales, EposNow.com found that pubs in Wales experienced a bigger sales surge after the full-time whistle than those in England.
Read more: Player ratings from England vs. Wales
Booze sales at English pubs were up by 32 per cent between 5pm and midnight yesterday compared to an average Thursday evening in June. But in Wales, sales were up by 41 per cent, as their fans commiserated a defeat which leaves them standing second in the group ahead of Slovakia and Russia.
Perhaps it was the manner of the defeat which led to Welsh fans hitting the bar. Roy Hodgson's men overcame a first half Gareth Bale free-kick - his second at the tournament - to win the game 2-1 thanks to an injury time winner from substitute Daniel Sturridge, which snuck in at the front post.
Or, it could just be because twice as many Welsh fans skipped off work to go and actually watch the match outside of the office.
Either way, across the whole of yesterday - not just the hours after the match - sales at English pubs were up 22 per cent, while Welsh boozers took home 31 per cent more than usual.
There you have it. England won the game, but it was the Welsh who were still feeling it this morning.